NSPCC Open your eyes ad

Charity ad research – Open your eyes NSPCC advert


Ideology
The ideology of the advert is to try and raise awareness among the people of child abuse. It is attempting to make people more aware of child abuse and how it is very real and could be happening right in front of them. You just have to open your eyes more to see it.

Visual
The advert is made to look very realistic as it tries to mirror what child abuse is like. The ad features a small child, this almost instantly grabs the attention of people who have children as they feel a connection and it also will generate an emotional response which will make people pay more attention and make the advert more memorable. The advert features very low key lighting which gives the advert a very dark and sad feel, this is partnered with the CCTV filter which is used to watch the baby. This shows that not much attention is paid to the baby as it is alone which makes the audience feel for the baby and become more attached to it, making the advert more memorable. It also shows an extreme close up of one of the children, this is used to show the feelings of the baby but it also positions the audience closer to the child which makes the audience feel for him more.

Lines of appeal
There is a degree of shock tactics which are used in the advert, it is that the babies are isolated which to a normal person is quite shocking on how a child/baby can be given that little attention.

What works
The advert tries to catch the attention of the audience by using the harsh reality of a child, this advert targets the audience of anyone who has a child very well and will raise awareness about child abuse. The use of the low key lighting is also very affective as it creates a very dark feel to the advert. The use of a CCTV affect Is also very affective as it futherly emphasises the isolation to children who are suffering abuse which makes the advert more realistic.